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In this study, a questionnaire survey was conducted with women aged 20 to 50, in order to find how the service quality of eyelash beauty treatment and perceived value influence their behavior intention. For data analysis, SPSS23.0 and JAMOVI 1.6.16 program were used. For reliability verification, Cronbach’s α value was analyzed, and Pearson correlation analysis and hierarchical regression analysis were conducted. Firstly, according to the analysis on the influence of service quality on perceived value, assurance and empathy as the factors of service quality positively and significantly influenced perceived value. Secondly, according to the analysis on the influence of service quality and perceived value on behavior intention, assurance positively and significantly influenced behavior intention; responsiveness negatively and significantly influenced behavior intention. Therefore, The more assurance in perceived value and service quality, and the lower responsiveness in service quality, the more behavior intention.

The Influence of the Service Quality of Eyelash Beauty Treatment and Perceived Value on Behavior Intention